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August 30, 2009

FiftyOne enhances its e-commerce platform

Expands its reach into Asia-Pacific markets

By CBR Staff Writer

FiftyOne has enhanced its global e-commerce platform by introducing a new multi-lingual and single page international checkout design optimised for conversion, and merchandising tools that will allow retailers to adjust prices in different markets. The ecommerce services provider has also announced its initial expansion into Asia-Pacific markets.

FiftyOne is a set of international ecommerce technologies and services that allow US merchants and their international customers to transact, providing services that span automated multi-currency merchandising, international payment processing, landed cost calculation, logistics and customs clearance facilitation, and international returns management.

The company said that its Asia-Pacific expansion enables FiftyOne-enabled US retailers to additionally merchandise, sell, service and market to online shoppers in Australia, Singapore, Hong Kong, the Philippines and Thailand.

Kris Green, chief marketing officer of FiftyOne, said: FiftyOne-enabled US retailers now have access to some 700 million consumers in 39 countries. This initial expansion into Asia-Pacific sets the stage for a larger rollout of 59 more countries planned for later this year.

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The new single-page international checkout design comes with image thumbnails, landed costs, support for attribute and inventory messages, and a buyer-facing ability to see all checkout language and order-related correspondence in French, German or Spanish.

From a merchandising perspective, FiftyOne offers a feature called landed cost preconditioning which is expected to give retailers the ability to shift portions of international shipping, duty and/or VAT into country-specific product prices, to reduce landed cost sticker shock and increase conversion, the company said.

The company claims that FiftyOne-enabled retailers, who were early adopters of the new checkout and dynamic merchandising capability, are seeing up to a 10% increase in orders from the optimised single-page checkout and up to a 20% increase from the shift of landed cost elements into product prices.

Mr Green added: FiftyOne eliminates the need for retailers to invest in new international websites, call centres or infrastructure. All international demand is fulfilled to an address in the US, with FiftyOne providing customer parity across an entire order life cycle. The effect is that of snapping a ‘global lens’ onto a retailer’s existing US ecommerce website to ensure a single, universally branded shopping experience – virtually anywhere around the world.

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